Análisis de los procesos de comunicación estratégica implementados por EXPOFRUTS S.A.S. en el fortalecimiento de su imagen corporativa

Abstract

In today's world, organizations and companies face the constant need to build and maintain recognition in their corporate image in order to gain public relevance. Strategic communication has proven to be fundamental to establish identity and reputation, in addition to generating effective relationships with internal and external audiences. This paper presents the case of ExpoFruts S.A.S., a company founded in 2021 as a result of a strategic alliance between the public and private sectors. It specializes in the production, marketing and export of fruit pulp from the highlands and the coast, as well as vegetables, using the deepfrozen method. The company has neglected to develop effective communication strategies and has only one communication campaign. In addition, it does not have a strong image to promote its frozen products and attract consumers. To address this problem, a qualitative methodology was adapted to understand the handling of the message of the communication products and to carry out an exhaustive analysis of the material used in the campaign. This approach allows to go deeper into the functioning of the brand and, in addition, to identify the reasons behind the lack of success during the campaign.